Late March saw INTERSPORT, the official distributor of the Fédération Française de Football / French Football Federation (FFR) since 2017, roll out a multi-channel, storytelling ‘One Jersey, One Blue Family’ campaign promoting Nike’s new French kit for UEFA EURO 2024 which seeks to drive in-store and online purchasing.
Objective
The campaign, which sees the sportswear retailer support Les Blues for the fourth consecutive international tournament, reinforces INTERSPORT’S position as the number one supporter of the French national team’s #FamilleBleue.
The initiative aims to act as a rallying moment (and, according to the agency, a ‘movement’) for supporters during major competitions like the Euros and unify the ‘Famille Bleue’ across all demographics by uniting all French team fans from the older die-hards to the younger newbies.
Activation
The integrated campaign – which spans TV, digital, social, in-store and PR – was created and executed by Paris based agency La Fourmi.
It was spearheaded by a hero spot titled ‘Un Seul Maillot, Une Seule Famille Bleue / One Jersey, One Blue Family’.
The spot follow young fan Aden who dreams of wearing the new blue jersey to support his favorite team. He does everything possible to get his hands on the kit despite his parents’ initial reluctance and refusal. The arc takes viewers from the shelves of an Intersport store to the hallways of his home, as Aden is determined to fill his pocket money piggy bank (which he takes with him on all of his adventures). Eventually, his efforts are rewarded and the spot closes with him in the middle of an INTERSPORT shop proudly wearing the jersey of his dreams as, according to the brand ‘a symbol of his passion for the Les Blues’.
The digital-first media plan saw the one-minute, 45-second spot debut on TV and online on 27 March with supporting social content (with the #fiersdetrebleus and #lesportlaplusbelledesrencontres hahstags) rolling out across the retailer’s social accounts (led by Instagram, LinkedIn, Twitter) with messaging aimed at driving fans to purchase the new kit in one of its 938 stores or online.
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This campaign follows in the footsteps of INTERSPORT’s activation around the 2022 FIFA Men’s World Cup (also by La Fourmi) continuing the umbrella #FamilleBleue platform and deploying an approach which tells a small story to tell a big story.
This universal storytelling approach aims to speak to as many people as possible in order to maximize reach and engagement. It also enables the brand to deliver a clear and effective commercial message while presenting Intersport as the preferred destination for purchasing your fan jersey.